This is the second article in a series of five that is written by Guus Goorts for the DreamApply Expert Insight Series. Guus is the author of the book “Successful Student Recruitment with Google Ads”. He helps education institutes globally with their efforts to attract the right type of students through SEO and Google Ads.
Welcome back! Do you remember where we left last time? If not, you can brush up your memory here.
The quickest way to get started with data & analytics is to take a look at your website traffic.
Wonder what your traffic is like?
- Ask for access if you don’t have it yet
- Log in at analytics.google.com
- In the left column, click acquisition > all traffic > channels
- You’ll see something like this:
When you scroll down further, you’ll see a breakdown of traffic sources. This tells you how your visitors came in: through Organic search, Paid search, Referral or Social Media.
It looks like this:
Looking at website visitors may seem very basic, but it’s the right place to start, because:
- Everything starts with website traffic. If you see very few website visits, there is no point to measure anything further down the line yet.
- When you start a new campaign, you should see fresh extra traffic come in immediately. (if not, something is definitely broken).
- You’ll be aware of the key sources of traffic (channels) your institution depends on.
At the same time, traffic isn’t everything. In fact, it’s easy to send lots of traffic to any website cheaply, but if these aren’t the right kind of people, it’s not going to help at all.
To evaluate the quality of your traffic, you need to track how many visitors take action on the website, such as by filling out a subscription form. I’ll cover that in my next article!
P.S. This article series is based on my book, Successful Student Recruitment with Google Ads. If you are interested to read more, you can download it from my website for free.
If you enjoyed this article, you can sign up below to receive more articles like this in your inbox: